KR102345958B1 - Method and system for analyzing advertising synergy - Google Patents

Abstract

Disclosed are methods and systems for analyzing advertising synergies. The analysis method according to an embodiment includes the steps of setting an experimental group including users exposed to the target advertisement, setting a control group including users not exposed to the target advertisement, for each of the experimental group and the control group, a group It may include measuring at least one of the number and ratio of users showing a set follow-up action, and providing information on at least one of the measured number and ratio of users.

Description

ADVERTISING SYNERGY METHOD AND SYSTEM FOR ANALYZING ADVERTISING SYNERGY

The description below relates to a method and system for analyzing advertising synergy.

In general advertising technology, the impression performance of an advertisement is based on impressions, clicks and/or conversions for any advertisement. For example, Korean Patent Application Laid-Open No. 10-2011-0075469 relates to an advertisement effect analysis system using integrated log data and a control method thereof, and a terminal that displays advertisements and receives user responses through them. and advertisement contents are provided to the terminal, and when a user's response is received from the terminal, an advertisement providing server is disclosed that generates integrated log data based on this and provides it to the server.

However, in this general advertisement technology, since only users who responded to the exposed advertisement are analyzed, the advertisement effect on users who were exposed to the advertisement but did not respond to the advertisement could not be identified. In addition, in general advertisement technology, the difference in advertisement effect between users exposed to the advertisement, users who responded to the advertisement, and users who were not exposed to the advertisement could not be identified.

In addition, in general advertising technology, only individual performance of the advertisement can be measured based on the user's reaction to the exposed advertisement, and the effect of the advertisement on other advertisements or other services issued by the same brand cannot be understood. .

An experimental group including users exposed to the target advertisement and a control group including users who visited the same page but were exposed to different advertisements were set, and information on the number and/or ratio of users showing follow-up actions for each of the experimental group and control group was provided. An analysis method and system that can be provided are provided.

A method for analyzing a computer device including at least one processor, the method comprising: setting, by the at least one processor, an experimental group including users exposed to a target advertisement; setting, by the at least one processor, a control group including users not exposed to the target advertisement; measuring, by the at least one processor, at least one of the number and ratio of users showing a predetermined follow-up action for each of the experimental group and the control group; and providing, by the at least one processor, information on at least one of the measured number and ratio of users.

According to one side, the step of setting the control group comprises extracting users to correspond to the number of users according to at least one of gender and age group of the experimental group among users not exposed to the target advertisement to set the control group. can do.

According to another aspect, the measuring includes: at least one of a first number and a first ratio of users who searched for a keyword related to the target advertisement among users of the experimental group, and the target advertisement among users of the control group It may be characterized in that at least one of a second number and a second ratio of users who searched for a related keyword is measured.

According to another aspect, the measuring may include: among a first number and a first ratio of users of the experimental group who selected a search advertisement published by a brand of the target advertisement provided through a keyword related to the target advertisement. At least one and at least one of a second number and a second ratio of users who selected a search advertisement provided through a keyword related to the target advertisement among users of the control group may be measured.

According to another aspect, the measuring includes: at least one of a first number and a first ratio of users who selected a product of a brand related to the target advertisement in shopping among users of the experimental group, and among users of the control group At least one of a second number and a second ratio of users who selected a product of a brand related to the target advertisement in shopping may be measured.

According to another aspect, the measuring includes: a first number and a first number of users who purchase a product of a brand related to the target advertisement by using a payment method of a medium for exposing the target advertisement among users of the experimental group Measuring at least one of a second number and a second ratio of users who purchase a product of a brand related to the target advertisement by using at least one of the ratio and a payment method of a medium for exposing the target advertisement among users of the control group can be characterized as

According to another aspect, users included in the experimental group and the control group may be identified according to a log-in ID-based value used in the medium using log data of a medium exposing the target advertisement.

According to another aspect, the measuring may include tracking users who show the preset follow-up action for each value based on the login ID.

According to another aspect, in the setting of the experimental group, the first experimental group including users who selected the target advertisement among users exposed to the target advertisement and selecting the target advertisement from among users exposed to the target advertisement Setting at least one of a second experimental group including users other than users, and measuring, the first number of users showing the predetermined follow-up action with respect to at least one of the first experimental group and the second experimental group and at least one of the first ratio, and a second number and a second ratio of users showing the predetermined follow-up action with respect to the control group.

According to another aspect, the providing includes: a first comparison result between a first number of users measured for the experimental group and a second number of users measured for the control group, and a second number of users measured for the experimental group It may be characterized in that the users measured for the 1 ratio and the control provide at least one comparison result of a second comparison result between the second ratio.

Provided is a computer program stored in a computer-readable recording medium in combination with a computer device to execute the method on the computer device.

It provides a computer-readable recording medium in which a program for executing the method in a computer device is recorded.

at least one processor implemented to execute computer-readable instructions, and by the at least one processor, an experimental group including users exposed to a target advertisement is established, and users who are not exposed to the target advertisement are included setting a control group to do, measuring at least one of the number and ratio of users showing a preset follow-up action for each of the experimental group and the control group, and providing information on at least one of the measured number and ratio of users It provides a computer device, characterized in that.

An experimental group including users exposed to the target advertisement and a control group including users who visited the same page but were exposed to different advertisements were set, and information on the number and/or ratio of users showing follow-up actions for each of the experimental group and control group was provided. By providing, it is possible to analyze the advertisement effect and synergistic effect for the target advertisement.

The first experimental group including users who selected (eg, clicked) the target advertisement among users exposed to the target advertisement in the experimental group, and the remaining users (eg, users who selected the target advertisement among users exposed to the target advertisement) , users who were exposed to the target advertisement but did not click) by setting at least one of the second experimental group including Advertising effect and synergy effect can be identified separately.

1 is a diagram illustrating an example of a network environment according to an embodiment of the present invention.
2 is a block diagram illustrating an example of a computer device according to an embodiment of the present invention.
3 is a flowchart illustrating an example of an analysis method according to an embodiment of the present invention.
4 is a diagram illustrating an example of setting an experimental group and a control group according to an embodiment of the present invention.
5 is a diagram illustrating an example of analysis results for an experimental group and a control group according to an embodiment of the present invention.

Hereinafter, embodiments will be described in detail with reference to the accompanying drawings.

The analysis system according to the embodiments of the present invention may be implemented by at least one computer device, and the analysis method according to the embodiments of the present invention may be performed by at least one computer device included in the analysis system. . In this case, the computer program according to an embodiment of the present invention may be installed and driven in the computer device, and the computer device may perform the analysis method according to the embodiments of the present invention under the control of the driven computer program. The above-described computer program may be stored in a computer-readable recording medium in combination with a computer device to execute the analysis method in a computer.

1 is a diagram illustrating an example of a network environment according to an embodiment of the present invention. The network environment of FIG. 1 shows an example including a plurality of electronic devices 110 , 120 , 130 , 140 , a plurality of servers 150 , 160 , and a network 170 . 1 is an example for explaining the invention, and the number of electronic devices or the number of servers is not limited as in FIG. 1 . In addition, the network environment of FIG. 1 only describes one example of environments applicable to the present embodiments, and the environment applicable to the present embodiments is not limited to the network environment of FIG. 1 .

The plurality of electronic devices 110 , 120 , 130 , and 140 may be a fixed terminal implemented as a computer device or a mobile terminal. Examples of the plurality of electronic devices 110 , 120 , 130 , 140 include a smart phone, a mobile phone, a navigation device, a computer, a laptop computer, a digital broadcasting terminal, a personal digital assistant (PDA), and a portable multimedia player (PMP). ), tablet PCs, etc. As an example, in FIG. 1 , the shape of a smartphone is shown as an example of the electronic device 110 , but in embodiments of the present invention, the electronic device 110 is substantially different through the network 170 using a wireless or wired communication method. It may refer to one of various physical computer devices capable of communicating with the electronic devices 120 , 130 , 140 and/or the servers 150 and 160 .

The communication method is not limited, and not only a communication method using a communication network (eg, a mobile communication network, a wired Internet, a wireless Internet, a broadcasting network) that the network 170 may include, but also short-range wireless communication between devices may be included. For example, the network 170 may include a personal area network (PAN), a local area network (LAN), a campus area network (CAN), a metropolitan area network (MAN), a wide area network (WAN), and a broadband network (BBN). , the Internet, and the like. In addition, the network 170 may include any one or more of a network topology including a bus network, a star network, a ring network, a mesh network, a star-bus network, a tree or a hierarchical network, etc. not limited

Each of the servers 150 and 160 communicates with the plurality of electronic devices 110 , 120 , 130 , 140 and the network 170 through a computer device or a plurality of computers that provides commands, codes, files, contents, services, etc. It can be implemented in devices. For example, the server 150 provides a service (eg, a group call service (or voice conference service), a messaging service, It may be a system that provides mail service, social network service, map service, translation service, financial service, payment service, search service, content providing service, etc.).

2 is a block diagram illustrating an example of a computer device according to an embodiment of the present invention. Each of the plurality of electronic devices 110 , 120 , 130 , 140 or the servers 150 and 160 described above may be implemented by the computer device 200 illustrated in FIG. 2 .

As shown in FIG. 2 , the computer device 200 may include a memory 210 , a processor 220 , a communication interface 230 , and an input/output interface 240 . The memory 210 is a computer-readable recording medium and may include a random access memory (RAM), a read only memory (ROM), and a permanent mass storage device such as a disk drive. Here, a non-volatile mass storage device such as a ROM and a disk drive may be included in the computer device 200 as a separate permanent storage device distinct from the memory 210 . Also, an operating system and at least one program code may be stored in the memory 210 . These software components may be loaded into the memory 210 from a computer-readable recording medium separate from the memory 210 . The separate computer-readable recording medium may include a computer-readable recording medium such as a floppy drive, a disk, a tape, a DVD/CD-ROM drive, and a memory card. In another embodiment, the software components may be loaded into the memory 210 through the communication interface 230 instead of a computer-readable recording medium. For example, the software components may be loaded into the memory 210 of the computer device 200 based on a computer program installed by files received through the network 170 .

The processor 220 may be configured to process instructions of a computer program by performing basic arithmetic, logic, and input/output operations. The instructions may be provided to the processor 220 by the memory 210 or the communication interface 230 . For example, the processor 220 may be configured to execute a received instruction according to a program code stored in a recording device such as the memory 210 .

The communication interface 230 may provide a function for the computer device 200 to communicate with other devices (eg, the storage devices described above) through the network 170 . For example, a request, command, data, file, etc. generated by the processor 220 of the computer device 200 according to a program code stored in a recording device such as the memory 210 is transmitted to the network ( 170) to other devices. Conversely, signals, commands, data, files, etc. from other devices may be received by the computer device 200 through the communication interface 230 of the computer device 200 via the network 170 . A signal, command, or data received through the communication interface 230 may be transferred to the processor 220 or the memory 210 , and the file may be a storage medium (described above) that the computer device 200 may further include. persistent storage).

The input/output interface 240 may be a means for an interface with the input/output device 250 . For example, the input device may include a device such as a microphone, keyboard, or mouse, and the output device may include a device such as a display or a speaker. As another example, the input/output interface 240 may be a means for an interface with a device in which functions for input and output are integrated into one, such as a touch screen. The input/output device 250 may be configured as one device with the computer device 200 .

Also, in other embodiments, the computer device 200 may include fewer or more components than those of FIG. 2 . However, there is no need to clearly show most of the prior art components. For example, the computer device 200 may be implemented to include at least a portion of the above-described input/output device 250 or may further include other components such as a transceiver and a database.

3 is a flowchart illustrating an example of an analysis method according to an embodiment of the present invention. The analysis method according to the present embodiment may be performed by, for example, the computer device 200 that is included in or communicates with the server that provides the medium. In this case, the processor 220 of the computer device 200 may be implemented to execute a control instruction according to a code of an operating system included in the memory 210 or a code of at least one computer program. Here, the processor 220 causes the computer device 200 to perform steps 310 to 340 included in the method of FIG. 3 according to a control command provided by a code stored in the computer device 200 . can control

In operation 310 , the computer device 200 may set up an experimental group including users exposed to the target advertisement. In one embodiment, the experimental group includes users who visited the same page (eg, the first screen of a medium (eg, the first screen of a web page and a mobile page)) on which the target advertisement is displayed at the same time (eg, a preset period of one month). may include

In operation 320 , the computer device 200 may set a control group including users who are not exposed to the target advertisement. In an embodiment, the control group may include users who visited the same page on which an advertisement other than the target advertisement was displayed at the same time as the experimental group. In other words, the group exposed to the target advertisement may be set as the experimental group, and the group not exposed to the target advertisement may be set as the control group, respectively.

In this case, the computer device 200 may set a control group by extracting users to correspond to the number of users according to at least one of gender and age group of the experimental group among users not exposed to the target advertisement. For example, the control group may be set so that the number of women in their twenties in the experimental group is equal to the number of women in their twenties in the control group, and the number of women in their twenties in the experimental group is equal to the number of women in their thirties in the control group.

In addition, the computer device 200 may identify users according to a log-in ID-based value used in the corresponding medium by using log data of a medium for exposing the target advertisement, and may encrypt and process as necessary. In other words, users included in the experimental group and users included in the control group may be identified according to a value based on the login ID of the medium. In this case, unlike a sample survey in which some users are sampled or a survey with low accuracy is conducted through a questionnaire, it may mean that a complete survey of all users who visited the same page of the corresponding medium during the same period is possible. In addition, in the case of a browser cookie, since a single user terminal can be used by several people, a more accurate investigation is possible by identifying the user rather than the user terminal.

As such, it can be seen that the users classified into the experimental group and the control group according to the present embodiment have a completely different meaning from users who simply responded to the target advertisement or users who did not respond to the target advertisement.

In step 330 , the computer device 200 may measure at least one of the number and ratio of users showing a predetermined follow-up action for each of the experimental group and the control group. Follow-up actions of users may be classified as follows, for example (1) to (4).

(1) Search for keywords related to the target advertisement

(2) Select a search advertisement provided through a keyword related to the target advertisement (for example, click the search advertisement provided in the PC environment with a mouse or touch the area where the search advertisement is displayed in the mobile environment)

(3) Select a product of a brand related to the target advertisement (for example, clicking on the area where the product is displayed in the PC environment with the mouse or touching the area where the product is displayed in the mobile environment or selecting a shopping product)

(4) Purchasing the brand's product related to the target advertisement (for example, purchase using the media's payment method)

Hereinafter, for convenience of explanation, a case in which a search advertisement published by a brand of the target advertisement provided through a keyword related to the target advertisement in (2) is selected will be described as an example.

With respect to the follow-up action (1), the computer device 200 determines at least one of the number 1 and ratio 1 of users who searched for a keyword related to the target advertisement among users of the experimental group, and the keyword related to the target advertisement among users of the control group At least one of the number 2 and the ratio 2 of users who searched for can be measured. The difference between the numbers 1 and 2 and/or the difference between the ratio 1 and the ratio 2 may mean a net effect of the target advertisement contributing to users to search for keywords related to the target advertisement.

With respect to the follow-up action (2), the computer device 200 searches for a keyword related to the target advertisement among users in the experimental group, and then selects the search advertisement published by the brand of the target advertisement among the number of users and the ratio of 3 At least one and at least one of the number 4 and the ratio 4 of users who selected a search advertisement provided through a keyword related to the target advertisement among users of the control group may be measured. The difference between the numbers 3 and 4 and/or the difference between the ratio 3 and the ratio 4 may mean a net effect that the target advertisement contributes to users to select a search advertisement provided through a keyword related to the target advertisement.

With respect to the follow-up action (3), the computer device 200 indicates that at least one of a number 5 and a ratio 5 of users who selected a product of a brand related to the target advertisement in shopping among users in the experimental group, and in shopping among users in the control group At least one of a number 6 and a ratio 6 of users who selected a product of a brand related to the target advertisement may be measured. The difference between the numbers 5 and 6 and/or the difference between the ratios 5 and 6 may mean a net effect of the target advertisement contributing to users to select a product of a brand related to the target advertisement.

In relation to the follow-up action (4), the computer device 200 among the users of the experimental group, using a payment method of a medium for exposing the target advertisement, among the number 7 and the ratio 7 of users who purchase the product of the brand related to the target advertisement At least one and at least one of the number 8 and the ratio 8 of users who purchase a product of a brand related to the target advertisement by using a payment method of a medium for exposing the target advertisement among users of the control group may be measured. The difference between the numbers 7 and 8 and/or the difference between the ratio 7 and the ratio 8 may mean a net effect of the target advertisement contributing to users to purchase a product of a brand related to the target advertisement.

As such, the analysis method according to embodiments of the present invention does not simply measure the effect of individual advertisements through exposure, clicks, conversions, etc. It can provide a framework for analyzing synergies between advertisements and between advertisements and services that affect service (purchase). In other words, the exposure effect of the target advertisement is not limited to the impressions, clicks, and conversions analyzed for individual advertisements, but rather is the interest in the brand, the selection of other advertisements of the brand, and the purchase of the brand's products. It is possible to prove quantitatively that it leads to

In operation 340, the computer device 200 may provide information about the measured ratio. For example, the computer device 200 may provide information on the measured ratio to an advertiser and/or an advertisement agency of a target advertisement. According to an embodiment, the computer device 200 is configured to obtain a first comparison result between the first number of users measured for the experimental group and the second number of users measured for the control group, and a first ratio of users measured for the experimental group and the control group. The measured users may provide at least one comparison result among the second comparison results between the second ratios.

Meanwhile, in the embodiment of FIG. 3 , an experimental group including users exposed to the target advertisement was used, but the experimental group includes the first experimental group including users who selected the target advertisement among users exposed to the target advertisement and users exposed to the target advertisement. It may be set as at least one of the second experimental group including users other than users who have selected the target advertisement among them. In this case, in step 330 , the computer device 200 determines a first ratio of users showing the preset follow-up behavior with respect to at least one of the first experimental group and the second experimental group and the number of users showing the preset follow-up behavior for the control group. A second ratio can be measured. If both the first experimental group and the second experimental group are used, the computer device 200 displays at least one of the 1-1 number and the 1-1 ratio of users who show a predetermined follow-up action for the first experimental group, and At least one of a 1-2 number and a 1-2 ratio of users showing a predetermined follow-up action for the second experimental group may be measured. Also, the computer device 200 may measure at least one of a second number and a second ratio of users who show a predetermined follow-up action with respect to the control group. In this case, the comparison between the 1-1 number and the second number, the comparison between the 1-2 number and the second number, the comparison between the 1-1 ratio and the second ratio, and the 1-2 ratio and the second ratio Through the comparison, the synergistic effect of the target advertisement for each of the first experimental group and the second experimental group may be obtained as a quantitative value. Here, as the experimental group is divided into the first experimental group and the second experimental group, the first control group for the first experimental group and the second control group for the second experimental group may be set respectively. As already described, the control group may be set by extracting users from among users not exposed to the target advertisement to correspond to the number of users according to at least one of gender and age group of the experimental group. In other words, the first control group may be set by extracting users to correspond to the number of users according to at least one of gender and age group in the first experimental group, and the second control group may be set by extracting users according to at least one of gender and age group in the second experimental group. It can be set by extracting users to correspond to the number. For example, the computer device 200 may display at least one of a 1-1 number and a 1-1 ratio of users showing a predetermined follow-up behavior for the first experimental group, and a predetermined follow-up behavior for the second experimental group. At least one of a 1-2 number of users and a 1-2 ratio may be measured. In addition, the computer device 200 may include at least one of a 2-1 number and a 2-1 ratio of users showing a preset follow-up behavior with respect to the first control group, and a number of users showing a preset follow-up behavior with respect to the second control group. At least one of a 2-2 number and a 2-2 ratio may be measured. In this case, the synergistic effect of the target advertisement for the first experimental group can be obtained in quantitative values through the comparison between the 1-1 number and the 2-1 number, and between the 1-1 ratio and the 2-1 ratio. The synergistic effect of the target advertisement for the second experimental group can be obtained as a quantitative value through the comparison between the 1-2 number and the 2-2 number, and between the 1-2 ratio and the 2-2 ratio. can

4 is a diagram illustrating an example of setting an experimental group and a control group according to an embodiment of the present invention. 4 is a condition 410 for setting the experimental group and the control group, whether the main display advertisement B of the brand A exposed on the first screen of the medium on mobile and PC for a specific period (eg, the last month) was exposed example is shown. In other words, users exposed to the main display advertisement B of brand A among all visitors to the first screen of the medium for the last one month may be set as the experimental group 420, and the first screen of the medium for the last one month Users who are not exposed to the main display advertisement B of the brand A among the total visitors to the website may be set as the control group 430 .

At this time, in order to configure the users of the control group 430 as users similar to the users of the experimental group 420 as much as possible, the number of users by gender and age of the control group 430 is the same as the number of users by gender and age of the experimental group 420 . A control group 430 may be set. In other words, in this embodiment, the experimental group 420 may include all users exposed to the main display advertisement B of the brand A among all visitors to the first screen of the medium for the last one month, and the control group 430 may include the same number of users as the number of users in the experimental group 420 among users who were not exposed to the main display advertisement B of the brand A among all visitors to the first screen of the medium for the last one month.

In this case, the computer device 200 may measure the proportion of users who show a predetermined follow-up action for each of the experimental group 420 and the control group 430 .

Table 1 below shows an example of confirming the level at which the exposure of brand A's main display advertisement B affected the search volume of keywords related to brand A.

brand group Demo Number of users (a) Related keywords
Number of Searchers (b) Search response rate (C) rate of change A experimental group F1 377,008 25,495 6.8% 140.7% F2 1,352,311 132,806 9.8% 85.6% F3 1,749,743 135,809 7.8% 120.8% F4 1,528,179 66,761 4.4% 196.6% F5 617,853 13,281 2.1% 197.8% F6 173,704 4,008 2.3% 276.2% M1 266,050 30,987 11.6% 149.1% M2 1,156,169 138,934 12.0% 126.6% M3 1,659,767 166,912 10.1% 151.9% M4 1,430,440 56,822 4.0% 212.2% M5 746,135 10,981 1.5% 178.9% M6 275,029 3,227 1.2% 255.1% all 11,332,388 786,023 6.9% 134.8% brand group Demo number of users
(d) Number of related keyword searches (e) Search response rate (f) A control F1 377,008 10,594 2.8% F2 1,352,311 71,537 5.3% F3 1,749,743 61,506 3.5% F4 1,528,179 22,509 1.5% F5 617,853 4,460 0.7% F6 173,704 1,065 0.6% M1 266,050 12,440 4.7% M2 1,156,169 61,310 5.3% M3 1,659,767 66,251 4.0% M4 1,430,440 18,198 1.3% M5 746,135 3,937 0.5% M6 275,029 909 0.3% all 11,332,388 334,715 3.0%

In Table 1, F1 to F6 may mean women in their teens to women in their 60s, respectively, and similarly, M1 to M6 may mean men in their teens to men in their 60s, respectively. At this time, it can be seen that the number of users in the experimental group (a) is the same as the number of users in the control group (d) for each age and gender. Here, the number of searchers (b) of the experimental group was 786,023, which was 451,308 more than the number of searchers of the control group (e) of 334,715. It can be recognized as a net effect of becoming In addition, the total search response rate of the experimental group was 6.9%, showing a 134.8% increase/decrease rate compared to 3.0% of the total search response rate of the control group. As such, it is possible to quantitatively represent how the exposure of brand A's main display advertisement B affects brand A's related keyword search volume. Similarly, for other follow-up actions, brand A's main display advertisement A synergistic effect with exposure of B can be confirmed. For example, the synergistic effect of exposure of brand A's main display advertisement B on the selection or purchase of other advertisements (search advertisement and/or shopping) can be analyzed and provided as a quantitative number. .

In fact, as a result of analyzing the synergy effect on main display advertisements for 24 brands in 9 industries, without exception, the experimental group searched more keywords related to the brand than the control group, clicked more search advertisements issued by the brand, and , it was confirmed that more people clicked on products of the corresponding brand exposed in shopping, and purchased more products of the brand using the payment method of the corresponding medium.

5 is a diagram illustrating an example of analysis results for an experimental group and a control group according to an embodiment of the present invention. In FIG. 5, an experimental group and a control group are set for 24 brands in 9 industries, and the number and ratio of users showing the follow-up actions of (1) to (4) described above for each of the set experimental group and control group are measured and compared, respectively. An example is shown. 5 shows that users who saw the main display advertisement of the corresponding brand had a 57% higher probability of searching for keywords related to the corresponding brand on average, that is, 1.6 times higher than that of users who did not see the advertisement. Converting this to the number of unique users indicates that 50,020 more people searched for brand-related keywords as they viewed the brand's main display advertisement. In addition, users who selected a search advertisement published by the brand of the target advertisement provided through a keyword related to the target advertisement, users who selected a product of the brand related to the target advertisement in shopping, and the target advertisement using a payment method of the medium It can be seen that the users who purchased products of the related brands also appeared much higher in the experimental group than in the control group.

As described above, according to the embodiments of the present invention, an experimental group including users exposed to the target advertisement and a control group including users who visited the same page but were exposed to different advertisements are set, and the follow-up actions of each of the experimental group and the control group are performed. By providing information on the number and/or ratio of visible users, it is possible to analyze advertisement effects and synergies for target advertisements. In addition, the first experimental group including users who selected (eg, clicked) the target advertisement among users exposed to the target advertisement in the experimental group, and the remaining users except for users who selected the target advertisement among users exposed to the target advertisement ( For example, by setting at least one of the second experimental group including users who were exposed to the target advertisement but did not click), the advertisement effect and synergy effect by users who selected the target advertisement and users who were exposed to the target advertisement but did not select it Advertising effect and synergy effect can be distinguished and identified.

The system or apparatus described above may be implemented as a hardware component or a combination of a hardware component and a software component. For example, devices and components described in the embodiments may include, for example, a processor, a controller, an arithmetic logic unit (ALU), a digital signal processor, a microcomputer, a field programmable gate array (FPGA). , a programmable logic unit (PLU), microprocessor, or any other device capable of executing and responding to instructions, may be implemented using one or more general purpose or special purpose computers. The processing device may execute an operating system (OS) and one or more software applications executed on the operating system. A processing device may also access, store, manipulate, process, and generate data in response to execution of the software. For convenience of understanding, although one processing device is sometimes described as being used, one of ordinary skill in the art will recognize that the processing device includes a plurality of processing elements and/or a plurality of types of processing elements. It can be seen that can include For example, the processing device may include a plurality of processors or one processor and one controller. Other processing configurations are also possible, such as parallel processors.

Software may comprise a computer program, code, instructions, or a combination of one or more thereof, which configures a processing device to operate as desired or is independently or collectively processed You can command the device. The software and/or data may be any kind of machine, component, physical device, virtual equipment, computer storage medium or apparatus, to be interpreted by or to provide instructions or data to the processing device. may be embodied in The software may be distributed over networked computer systems and stored or executed in a distributed manner. Software and data may be stored in one or more computer-readable recording media.

The method according to the embodiment may be implemented in the form of program instructions that can be executed through various computer means and recorded in a computer-readable medium. The computer-readable medium may include program instructions, data files, data structures, etc. alone or in combination. The medium may continuously store a computer executable program, or may be a temporary storage for execution or download. In addition, the medium may be various recording means or storage means in the form of a single or several hardware combined, it is not limited to a medium directly connected to any computer system, and may exist distributed on a network. Examples of the medium include a hard disk, a magnetic medium such as a floppy disk and a magnetic tape, an optical recording medium such as CD-ROM and DVD, a magneto-optical medium such as a floppy disk, and those configured to store program instructions, including ROM, RAM, flash memory, and the like. In addition, examples of other media may include recording media or storage media managed by an app store that distributes applications, sites that supply or distribute various other software, and servers. Examples of program instructions include not only machine language codes such as those generated by a compiler, but also high-level language codes that can be executed by a computer using an interpreter or the like.

As described above, although the embodiments have been described with reference to the limited embodiments and drawings, various modifications and variations are possible from the above description by those skilled in the art. For example, the described techniques are performed in an order different from the described method, and/or the described components of the system, structure, apparatus, circuit, etc. are combined or combined in a different form than the described method, or other components Or substituted or substituted by equivalents may achieve an appropriate result.

Therefore, other implementations, other embodiments, and equivalents to the claims are also within the scope of the following claims.

Claims (18)

A method for analyzing a computer device comprising at least one processor, the method comprising:
setting, by the at least one processor, an experimental group including users exposed to a target advertisement;
setting, by the at least one processor, a control group including users not exposed to the target advertisement;
measuring, by the at least one processor, at least one of the number and ratio of users showing a predetermined follow-up action for each of the experimental group and the control group; and
providing, by the at least one processor, information on at least one of the measured number and proportion of users;
including,
The measuring step is
at least one of a first number and a first ratio of users who searched for a keyword related to the target advertisement among users in the experimental group, and a second number of users who searched for a keyword related to the target advertisement among users in the control group; and and measuring at least one of the second ratios. A method for analyzing a computer device comprising at least one processor, the method comprising:
setting, by the at least one processor, an experimental group including users exposed to a target advertisement;
setting, by the at least one processor, a control group including users not exposed to the target advertisement;
measuring, by the at least one processor, at least one of the number and ratio of users showing a predetermined follow-up action for each of the experimental group and the control group; and
providing, by the at least one processor, information on at least one of the measured number and proportion of users;
including,
The measuring step is
At least one of a first number and a first ratio of users who selected a search advertisement published by a brand of the target advertisement provided through a keyword related to the target advertisement among users of the experimental group, and the target among users of the control group An analysis method comprising measuring at least one of a second number and a second ratio of users who selected a search advertisement provided through a keyword related to the advertisement. A method for analyzing a computer device comprising at least one processor, the method comprising:
setting, by the at least one processor, an experimental group including users exposed to a target advertisement;
setting, by the at least one processor, a control group including users not exposed to the target advertisement;
measuring, by the at least one processor, at least one of the number and ratio of users showing a predetermined follow-up action for each of the experimental group and the control group; and
providing, by the at least one processor, information on at least one of the measured number and proportion of users;
including,
The measuring step is
At least one of a first number and a first ratio of users who selected a product of a brand related to the target advertisement in shopping among users of the experimental group, and users of the control group who selected a product of a brand related to the target advertisement in shopping among users of the control group and measuring at least one of a second number and a second proportion of users. A method for analyzing a computer device comprising at least one processor, the method comprising:
setting, by the at least one processor, an experimental group including users exposed to a target advertisement;
setting, by the at least one processor, a control group including users not exposed to the target advertisement;
measuring, by the at least one processor, at least one of the number and ratio of users showing a predetermined follow-up action for each of the experimental group and the control group; and
providing, by the at least one processor, information on at least one of the measured number and proportion of users;
including,
The measuring step is
At least one of a first number and a first ratio of users who purchase a product of a brand related to the target advertisement among users of the experimental group, and a number of users who purchase a product of a brand related to the target advertisement among users of the control group 2 A method of analysis comprising determining at least one of a number and a second ratio. A method for analyzing a computer device comprising at least one processor, the method comprising:
setting, by the at least one processor, an experimental group including users exposed to a target advertisement;
setting, by the at least one processor, a control group including users not exposed to the target advertisement;
measuring, by the at least one processor, at least one of the number and ratio of users showing a predetermined follow-up action for each of the experimental group and the control group; and
providing, by the at least one processor, information on at least one of the measured number and proportion of users;
including,
The step of setting the experimental group is,
At least one of a first experimental group including users who selected the target advertisement among users exposed to the target advertisement, and a second experimental group including users other than users who selected the target advertisement among users exposed to the target advertisement set up,
The step of setting the control is,
A first control group including users extracted to correspond to the number of users according to at least one of gender and age group in the first experimental group among users not exposed to the target advertisement, and the second control group among users not exposed to the target advertisement 2 Set at least one of the second control groups including the extracted users to correspond to the number of users according to at least one of the sex and age groups of the experimental group,
The measuring step is
At least one of a first number and a first ratio of users showing the predetermined follow-up behavior for at least one of the first experimental group and the second experimental group, and the group for at least one of the first control group and the second control group An analysis method comprising measuring at least one of a second number and a second ratio of users showing a set follow-up action. A computer program stored in a computer-readable recording medium in combination with a computer device to cause the computer device to execute the method of any one of claims 1 to 5. A computer-readable recording medium in which a computer program for executing the method of any one of claims 1 to 5 in a computer device is recorded. at least one processor implemented to execute computer-readable instructions
including,
by the at least one processor;
Set up an experimental group including users exposed to the target advertisement,
Set a control group including users who are not exposed to the target advertisement,
For each of the experimental group and the control group, at least one of the number and ratio of users showing a preset follow-up action is measured,
providing information about at least one of the number and proportion of the measured users;
by the at least one processor to measure at least one of the number and proportion of users;
at least one of a first number and a first ratio of users who searched for a keyword related to the target advertisement among users in the experimental group, and a second number of users who searched for a keyword related to the target advertisement among users in the control group; and measuring at least one of the second ratios
A computer device comprising a. at least one processor implemented to execute computer-readable instructions
including,
by the at least one processor;
Set up an experimental group including users exposed to the target advertisement,
Set a control group including users who are not exposed to the target advertisement,
For each of the experimental group and the control group, at least one of the number and ratio of users showing a preset follow-up action is measured,
providing information about at least one of the number and proportion of the measured users;
by the at least one processor to measure at least one of the number and proportion of users;
At least one of a first number and a first ratio of users who selected a search advertisement published by a brand of the target advertisement provided through a keyword related to the target advertisement among users of the experimental group, and the target among users of the control group measuring at least one of a second number and a second proportion of users who selected a search advertisement provided through a keyword related to the advertisement;
A computer device comprising a. at least one processor implemented to execute computer-readable instructions
including,
by the at least one processor;
Set up an experimental group including users exposed to the target advertisement,
Set a control group including users who are not exposed to the target advertisement,
For each of the experimental group and the control group, at least one of the number and ratio of users showing a preset follow-up action is measured,
providing information about at least one of the number and proportion of the measured users;
by the at least one processor to measure at least one of the number and proportion of users;
At least one of a first number and a first ratio of users who selected a product of a brand related to the target advertisement in shopping among users of the experimental group, and a product of a brand related to the target advertisement in shopping among users of the control group measuring at least one of a second number and a second proportion of selected users;
A computer device comprising a. at least one processor implemented to execute computer-readable instructions
including,
by the at least one processor;
Set up an experimental group including users exposed to the target advertisement,
Set a control group including users who are not exposed to the target advertisement,
For each of the experimental group and the control group, at least one of the number and ratio of users showing a preset follow-up action is measured,
providing information about at least one of the number and proportion of the measured users;
by the at least one processor to measure at least one of the number and proportion of users;
At least one of a first number and a first ratio of users who purchase a product of a brand related to the target advertisement among users of the experimental group, and a user who purchases a product of a brand related to the target advertisement among users of the control group measuring at least one of a second number and a second ratio of
A computer device comprising a. at least one processor implemented to execute computer-readable instructions
including,
by the at least one processor;
Set up an experimental group including users exposed to the target advertisement,
Set a control group including users who are not exposed to the target advertisement,
For each of the experimental group and the control group, at least one of the number and ratio of users showing a preset follow-up action is measured,
providing information about at least one of the number and proportion of the measured users;
to establish the experimental group, by the at least one processor,
At least one of a first experimental group including users who selected the target advertisement among users exposed to the target advertisement, and a second experimental group including users other than users who selected the target advertisement among users exposed to the target advertisement set up,
to establish the control, by the at least one processor,
A first control group including users extracted to correspond to the number of users according to at least one of gender and age group in the first experimental group among users not exposed to the target advertisement, and the second control group among users not exposed to the target advertisement 2 Set at least one of the second control groups including the extracted users to correspond to the number of users according to at least one of the sex and age groups of the experimental group,
by the at least one processor to measure at least one of the number and proportion of users;
At least one of a first number and a first ratio of users showing the predetermined follow-up behavior for at least one of the first experimental group and the second experimental group, and the group for at least one of the first control group and the second control group measuring at least one of a second number and a second proportion of users exhibiting a set follow-up action;
A computer device comprising a. delete delete delete delete delete delete

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